Microsoft Wants To Double Ad Revenues To $20-B

Microsoft plans to double its advertising revenues to $20 billion next year in what appears to be a most sanguine projection about the business atmosphere in 2023, Jordan Parker Erb wrote for Business Insider.

Photo Insert: Microsoft Advertising must bundle all of its properties, including Bing search, Xbox, MSN, and hundreds of other websites that use Xandr, the firm it acquired from AT&T, to sell digital ads.

In an interview with Insider, Microsoft Ads chief Rob Wilk shared plans to double the size of the company's ad business. Consultants say that if successful, Microsoft could one day be "a big four size" global ad player. Microsoft faces a big challenge, though.

A gloomy economic outlook has slowed growth at advertising stalwarts like Meta and Google, and it continues to face intense competition from TikTok, Amazon, and Apple, Erb argued.

Moreover, 2023 doesn't look like it will offer any respite to the economic crisis and a surfeit of privacy-focused regulations will greatly impact ad targeting and measurement for ad tech companies in the coming year.

To be successful, ad insiders say Microsoft Advertising must bundle all of its properties, including Bing search, Xbox, MSN, and hundreds of other websites that use Xandr, the firm it acquired from AT&T, to sell digital ads.

Were Microsoft to reach $20 billion in ad revenue, it would overtake Chinese tech and media giant Tencent to become the sixth-largest digital ad seller worldwide, based on Insider Intelligence's estimates.

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